Protein, The Next Big Thing

May 22, 2023

Protein is poised to make a big impact in baking and snacking as consumers' demand for high-protein and alternative foods grows.

784bebf67470f011e6ed84feb458cd41_bf05871299e449659120f40d1de4d5c3_th

01 Alternatives gain mainstream appeal

Protein remains a key ingredient in the global food industry. As the industry accelerates toward innovative and sustainable diets, consumer demand for alternative protein sources has also changed.

"Global consumers are becoming increasingly aware of what they eat and how food affects their health, raising questions about artificial ingredients and harmful additives," noted InnovoPro, an Israeli chickpea protein platform.

The alternative protein market has emerged in direct response to these concerns and offers attractive product solutions within the bakery and snack categories.

"Food industry players must understand the changing market dynamics and take advantage of opportunities arising through product innovation," PulseON Foods added. Industry experts noted that gaining market knowledge is considered key to staying ahead of the competition in alternative products, "Consumers crave new products with unique textures, tastes and functions. By tapping into this booming trend, companies will remain competitive and demonstrate their commitment to sustainability."

02 High protein benefits

Changing consumer behavior has had a cascading effect on many food and snack categories, including an increase in new product launches in baking.

Health-conscious consumers are turning to high-protein bakery products to provide a more balanced nutritional choice. Plant proteins with high digestibility and a strong amino acid profile are also popular choices for enriched baking and snacking, dominating manufacturers' new product development (NPD) programs.

Beyond the health benefits, taste is what ultimately determines people's repeated purchases of plant-based protein products. This is especially true in baked goods and snacks, where indulgence and rich flavors are crucial.

Consumers are looking for new and innovative ways to add more protein to their diets and eat healthier, but they are reluctant to accept any kind of tradeoff when it comes to texture or product quality.

03 Protein Consumers

Consumer behavior is a major driver of the increase in protein-rich baked goods, Innova said, with more than a third of dieting Americans saying they are adding more protein to their diets.

Today's consumer is "a more educated consumer, which is influencing the rise of protein in the baking and snacking industries.

Consumer protein needs vary, which presents challenges and opportunities for manufacturers. Some consumers want more protein at each meal, others focus on maintaining muscle mass, some think adding protein makes food taste better and feel fuller faster and longer, while others want calories and really nutritious food.

People value nutrition more than ever before. Especially after the pandemic, people want to make better, healthier choices. Consumers are looking for options with the added functional advantage of more protein, while still expecting a similar sensory experience to traditional baked goods.

04 Protein predictions and projections for 2023

Consumers are looking for healthier, more sustainable options in baked goods and snacks. There has also been growth in baking toppings and mixes that are plant-based, vegan and have added alternative proteins.

Focusing on baking, the market still lacks plant-based alternative solutions that can retain the same shape, texture and taste as egg whites. In terms of innovation, the protein trend has expanded beyond some of the early areas of baking, such as from muffins and protein-rich pancakes, to more indulgent areas such as cupcakes. So the evolution of the baking category is set to continue as more new indulgent products hit the market in 2023.

Protein will see an uptick in 2023 as the "higher protein, better for you" choice trend will continue to influence the bakery space and snack food manufacturers' NPD strategies, and consumer demand will continue to drive NPD and innovation in this category.

And with more education, consumers will learn to eat a more balanced diet and incorporate protein into their lives.

In summary, with increased protein content in baked goods and snacks, we could see a range of high protein product innovations by 2023. But whether new developments in the field of high-protein and alternatives are enough to propel proteins into a huge trend depends on how manufacturers tackle current functional and sensory dilemmas.

Shaanxi Huike Botanical Development Co., Ltd. a integrated enterprise which is focus on natural products, Plant extract related products and services.We mainly focus on pharmaceutical, functional food, Freeze-dried powder,Natural Pigment,Homology of medicine and food,beverages and other business services.

For more information, please contact us!

2023-5-22

Shaanxi Huike Botanical Development Co., Ltd.

Author:

Ms. Anne

E-mail:

sales13@huikes.com

Phone/WhatsApp:

+8618591889792